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Direct Marketing In UK Retailing: Rhetoric And Reality

Abstract:

In recent years a number of commentators, taking note of facilitating developments in customer information systems, have predicted a movement toward retail direct marketing in the UK. Speculation in the trade press as to the potential consequences of such a movement has become almost commonplace. The fact remains, however, that little is actually known about the extent to which retailers are even interested in, let alone practicing, direct marketing. Consequently, this study aims to provide a...

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Jonathan Reynolds More by this author
Grainne Shields More by this author
Publication date:
1996
URN:
uuid:dbddaf24-f5f6-49e7-b48e-104c777f3e07
Local pid:
oai:eureka.sbs.ox.ac.uk:511

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